How we supported 1.7M+ attendees for Pride Toronto
through 360° digital marketing
TIA case studies
Request a quote
Award nominee
14M
Total organic impressions
12K+
Followers gained
6K+
Website visits
20
LGBTQIA+ ambassadors
About
Pride Toronto is a non-profit organization that hosts an annual festival and parade to celebrate the LGBTQIA+ community of Toronto and beyond.
The festival, which takes place over a week in June, includes a variety of events, such as music performances, art exhibits, and community discussions. The highlight of the festival is the Pride Parade, which draws thousands of participants and spectators from around the world. Pride Toronto aims to promote diversity, inclusivity, and equality for all members of the LGBTQIA+ community, while also raising awareness about the ongoing struggles faced by this community.
The opportunity
Pride Toronto works to ensure equal rights and representation for every person of diverse sexual and gender identities, supporting the community in the pursuit of their unquestionable rights to freedom, love, expression and understanding.
No matter who you love or how you identify, Pride Toronto’s mission is to ensure members of the community feel safe, valued, equal and proud.
Pride Toronto hired us to manage their social media presence leading up to and after the Pride festivities, with the aim to increase hype for the Toronto Pride Parade as well as encourage attendance and document their experience at the festival.
The solution
Our work for Pride Toronto involved a comprehensive digital strategy that helped to completely transform their online presence.
Through a 360° digital elevation approach, we worked closely with Pride Toronto to create engaging social media campaigns and develop a robust digital marketing strategy that aligned with their goals and objectives.
The Pride flag is a symbol of the LGBTQIA+community and is composed of six colors: red, orange, yellow, green, blue, and purple. Each color represents a different aspect of the LGBTQIA+ experience. In an effort to celebrate each member of the LGBTQIA+ community, we incorporated a monthly theme for every service that corresponded with a colour of the Pride flag.
InfluenceTHIS award nominee
As an agency that specializes in digital marketing and influencer marketing, influenceTHIS presents awards to recognize outstanding achievements in these fields.
The InfluenceTHIS awards recognizes content creators and agencies who have made a significant impact on social media platforms, such as Instagram and YouTube, and have helped to promote brands and causes in an authentic and engaging way.
The #PrideTO campaign was nominated for “Best in Brand Ambassador Programs” by the InfluenceTHIS awards.
The results
Influencer marketing
3M
Organic reach
4M
Organic impressions
475K
Organic engagements
25%
Engagement rate
Social media marketing
10M+
Organic impressions
2M+
Organic engagements
12K+
Followers gained
Blogs & infographics
2 Min Avg.
Time on page
6K+
Website visits
Email marketing
18%
Email open rate
3K+
Clicks on CTA buttons
When we were managing Pride Toronto’s brand, we created a cohesive brand that was consistent across all social platforms through a complete 360° digital elevation.
We engaged new audiences with influencers across Canada, US, and Europe. We amplified voices of artists, and local resources that support the queer community. We provided valuable education for the community through informative content.
Across influencers and our social media marketing efforts, we drove MILLIONS of impressions and engagements, supporting foot traffic to the festival. This overall resulted in an overwhelmingly positive brand sentiment that, generating excitement and hype for the Pride festival. As a result of our work, Pride Toronto was able to significantly increase their online visibility, reaching a broader audience and promoting a message of inclusivity and equality for all members of the LGBTQIA+ community.
Request a quote